ABOUT

Concept

As the official beer sponsor of the American NFL, Bud Light has always had a place in American football fan’s hearts. This year, we wanted to ignite every football fan’s ultimate fantasy with a campaign for Bud Light that not only enhanced their experience but encouraged their engagement. What could be more exciting than offering Bud Light drinkers the chance to win Super Bowl Tickets for life? Find one of the 37,000 limited edition gold cans planted within the Bud Light multipacks, and get access to a lifetime of the greatest football game on the planet.

Execution

The strategy was to keep this experience bold and single-minded. Find the golden ticket and ‘Strike Gold’ – winning season tickets to your chosen team for seven lucky winners, and one finalist winning Super Bowl Tickets for Life.

Taking inspiration from the story of the greatest prize, we used the golden ticket trope from Roald Dahl’s Willy Wonka. Our team reinvented our famous Bud Light can in beautiful gold hues, creating a keepsake pack that the fans cannot get enough of. A special edition pack to be proud of!



Results

Media engagement has been unrivaled, from Fox, CNN and Fortune to local news agencies and social media covering the experience. Fan’s Facebook posts and Instagram stories showed consumers jumping at the chance to be photographed with their beloved winning can.

Beyond this, the opportunity to win the Super Bowl Ticket for Life has become overshadowed by the desire to collect one of the sought after Gold Cans, with cans appearing on Ebay for up to $150, just to have as a memento.